This document provides an introduction to search engine marketing and optimization. It discusses key topics like why search is important, how search engines work, and trends in search technology. It also covers specific search marketing tactics like organic search, paid search, local search, vertical search, and opportunities on Google. The document recommends developing a comprehensive SEM strategy that includes keyword research, online competitor analysis, paid search campaigns, link building, and optimization of web pages. The overall content introduces basic concepts around search engine optimization and search engine marketing.

1. Introduction
to search
engine
marketing…
Credits:
This picture:
martin.canchola
Slides:
Jon Jognerud
Sara Robbins
Jonathon D. Colman

2. Why is search important?
Why we focus on search
engines:
Portions of user base
can view your website
FOR FREE! *
*(if done right, also
targeted = conversion)

4. Organic is top of show!
Enquiro / marketingsherpa

5. Trends in search : Search 1.0

6. Trends in search : Search 2.0

7. Search 3.0 Universal search

8. Local Search

9. Vertical Search
• Blog Search
• Book Search
• Catalogs
• Code Search
• Directory
• Finance
• Images
• Local/Maps
• News
• Patent Search
• Product Search
• Scholar
• Video
• Web Search
 Vertical Search
Opportunities in
Google

10. Opps/threats – Good SEO Matters!

11. Some facts about Google….
Photo credit: Yodel Anecdotal

12. How do search engines work?

13. 1. New web site is posted, linked to, or has
its content altered

14. 2. SE’s spiders crawl the page

15. Skims text, image descriptions, meta data,
page titles, and URL

16. Follow links, count links in and out

17. 3. Index key terms, count word frequency
Search
Wiki
Engine
SEO
SEM
Web
Keywords: Words that are used by search engines to
determine the topic of a given web page.

18. 4. Weight algorithm
This Page
Other Pages

19. 10 Tons
9 Tons
8 Tons
6 Tons
Sites are ranked
according to their
key term rank
PageRank!!

20. What are we
searching for?

22. Source: http://www.southern-highlands-
accommodation.com/berry%20picking.jpg
Information foraging & berry picking….

27. Assignment 5
Create an SEM strategy map using the . This map will:
• Be for a real organization (of your choosing)
• Contain an online competitor SWOT-analysis
• Outline an actual SEM strategy the organization can implement
• Contain a keyword research
• Contain recommendations on PPC budget
• Contain recommendations on link building and (web) development
• Contain recommendations on SEO tactics (advice)